Fred Raillard on winning the Press Grand Prix

By Eleftheria Parpis

Fred & Farid's Wrangler campaign "We Are Animals," a sexy series that depicts human as animals in the wild, stirred some controversy by taking the top prize in Press this year at Cannes. In this video, Fred Raillard explains why he was surprised that the risky campaign struck a chord with the Cannes Press jury and the strategy behind the repositioning of the American brand for a European audience.